What does my demographic engage with?

 Pop Culture amongst 16 - 25-year-olds:

Statistics sourced from: https://www.statista.com/statistics/1059462/social-media-usage-uk-age/

82% of 15 - 25-year-olds in the UK use Youtube to watch and browse videos. 

"Apart from a peak among the 16-19 and 45-54 year olds (25% on each), preference for listening to music was relatively consistent across the age groups. Viewing social media content was also similar across the age groups, aside from a slight dip among 55-64 and 65+ year olds (16% on each)" - sourced from "The overall music landscape."

- YouTube and Spotify take the majority shares of on-demand listening, with 38% and 28% respectively. Apple Music and Amazon Prime Music services followed by quite some way, recording similar shares, 9% and 10% respectively (combining Amazon Prime and Amazon Music Unlimited).

- YouTube has the highest penetration in terms of weekly reach. With over a third (36%) of participants stating they listen to music on YouTube for five minutes or more at least once a week, the video streaming platform was the leading source of music access by some margin; 15% more reach than its biggest competitor, Pandora (21%)

- Smartphones dominate younger audiences - most listeners will discover music from on-demand listening. 

- 87% of participants in the study owned a smartphone - the highest documented ownership of any generation

- 19% of participants pay for a streamed subscription, and a further 6% have a subscription service payed, just not by them. 71% of participants listen to music on ad-supported listening services, like a free spotify listening plan, or youtube music with adverts

- In 16 - 25 demographic, 34% have a paid streaming service, showing fans of this demographic are far more likely to pay for music, and equally pay for goods.

- A fifth of 16 - 19 year olds have a paid streaming service, either payed by them, a friend or a family member

"Online discovery shows its importance. In terms of online discovery, YouTube leads at 33%, as well as 15% discovering music through videos linked through the platform (recommended page, through the sidebar etc.). Streaming services (Spotify, Apple Music etc.), held firm this year in terms of facilitating discovery, with almost a fifth (17%) discovering new music through playlists on streaming services, and a further 14% discovering through ‘browsing similar artists’; a major indication of the growing influence these services have on music discovery."